Young Barbican
The Barbican's audience development scheme for 14-25 year-olds
Young Barbican was one of the UK’s first discount ticket schemes for an arts organisation when established in 2015. Till 2017, the scheme hadn’t evolved and engagement of its 35,000 members had dropped.
Taking on the scheme, I sought to diversify its offering, grow its membership and increase the engagement. Working cross-department, I brokered more discount tickets across programming, collaborated with the Barbican Guildhall Creative Learning to introduce a creative careers offer and introduced Young Barbican Nights, regular events inspired by art in the centre.
The results
Young Barbican Nights
Curated in partnership with Young Barbican members performances, panels and workshops with Resident Advisor, Bethnal Green Working Men’s Club performers and YOUTH CLUB.
Membership
Leveraging the new elements in the offer, street marketing matched with targeting digital campaigns and audience development events, we increased membership by 44% (22% increase YoY)
Creative Careers
Supporting the work of the Creative Learning department, monthly creative careers events and annual training programmes across poetry, photography, content production and film curation were added to the Young Barbican offer.